Summary

• Discourse represented competent SD jargon • Critical stance visible towards SD and organic food • Economic reason connected as ruling entity with law, science, politics, moral and education • Only economically feasible and innovative solutions accepted • Evidence based political decisions and public organization of activities such as organic school food expected • Alignment with reasonable individual practical effort • Moral demand for SD and organic food addressed to wealthier people and given up by less well-off people • Cynicism visible in the situation of perceived sustainability threat and disbelief in individuals’ effort, ‘fairness’, lack of caring for one self and others • Young peoples’ discourse indicated their high level education, intellectual and moral quality, in age conformity • Focus on every-day practices seemed virtuous as commitment to improvement of ‘basic needs’ – paper, electricity, public traffic, even food • Some difficulties with practices reported (recycling, snacks) • Leads easily to virtues and vices and strength of will • Interestingly, context dependent organic food use reported (in summer cottage) and structural change as vitamin D addition into organic milk suggested • Three things disturb this positive image: the lack things of higher personal interest, additional examples of personal commitment and suggestions for structural changes • Tendency to emphasis on political decisions based on scientific evidence and fair sharing of costs/labour • How much more can we expect of them in terms of cultural sustainability compared with what we expect of ourselves?